The Strategic Marketing Plan for (Lyft)

Assume that you have been hired as VP of Strategic Marketing for the selected organization. You have been asked to develop the new strategic marketing direction and the plan of implementation covering all 4 P’s of marketing. You will also present the strategic marketing plan to the board of directors of the selected company.
The Strategic Marketing Plan should follow the outline below:
1 – Title Page (5 Pts.)
2 – Table of Contents (5 Pts.)
3 – Executive Summary (10 Pts.)
4 – Company’s Background and/or Problem (10 Pts.)
5 – Situational Analysis (60 Pts.)
PEST Analysis (15 pts)
Competitor’s Analysis (Strengths, Weaknesses, Positioning and Market Share) (10 Pts)
Complete SWOT Analysis and SWOT Matrix (15 Pts)
Develop at least 3 Competitive Advantages based on SWOT analysis (10 Pts)
Develop a Strategic Focus from the most sustainable competitive advantages. (10 Pts)

6 – Describe the Company’s Vision, Mission and Values (20 Pts.)
7 – Segmentation and Target Market (20 Pts.)
Analysis of potential customers, segmentation of market and selection of Target Market that supports the Strategic Focus.
8 – Marketing Mix & Implementation Plan (60 Pts.)
Development of Product Strategies aligned with Strategic Focus (10 pts)
Development of Pricing Strategies aligned with Strategic Focus (10 pts)
Development of Distribution Strategies aligned with Strategic Focus (10 pts)
Development of Integrated Communication Strategies aligned with Strategic Focus (10 pts)
Development of Implementation Plan (10 pts)
9 – Formatting (10 Pts.)
APA Format Required
Title Page, Reference Page & Appendix
A minimum of 15 outside references required.
18-24 pages, not including title page, executive summary, reference pages and appendix.